The TRUTH About SEO & Your Online Success – Kellen Kautzman

Kelen 3

Kellen Kautzman is a partner at ADvise Media Group, a multifaceted advertising company offering SEO (Search Engine Optimization), Pay Per Click, and Social Media solutions to companies of all sizes.

He earned his Master's Degree in Education from the University of Minnesota and has taught every grade K-12 and adults. Transitioning from teaching, Kellen became a professional blogger, which led into his role with ADvise Media Group. He founded which seeks to rescue as many dogs as possible. He speaks fluent Spanish and lives in Henderson, Nevada with his wife Lonaeja, and kids Anika and son Phoenix.

Contact Kellen


Pricing, Happy Customers and Traffic with No List! Fred Gleek

Hey, Fred, what is going on? Welcome back to this week. This has been ... I think this is week 6 or 7 now of this podcast. What's crazy is when I started doing my podcast, I actually started my podcast a couple of years ago, to teach a course for people on how to do it. Podcasting didn't really have any traction in those days, so I let it die. If you go look, there's a podcast from 2013. Maybe I would 2 or 3 a year. I think in the last, I don't know, 2 months, 3 months, there's been literally 3 or 4 every single week. What's amazing is the traction that podcasting has these days, and I think that the lesson for me in all of it, was you never know who's listening or what's going to happen.

I look back on it and go, "I really wish that I would have just done something every single week, or once a month, or whatever that schedule was since 2013." We're doing well in the rankings on the podcast now, but man, it would've been a whole lot easier if I would've just built on it and said, "It's just one of those things I'm going to do, wait until the snowball effect happens."

Fred Gleeck:
It's funny. I was all cued up to tell you a story, but because of what you said, I'll start with another one, which really relates to this. Years and years ago, I used to teach continuing education classes. I was in New York City, and there's this place called the Learning Annex. I used to teach classes through them. Before there was the Learning Annex, there was a place before that called the Discovery Center, which was a crappy version of what then was a ...

One day, I'm sitting there, and I'm teaching this class on how to do your own seminars and workshops. My best-selling book on Amazon is Marketing and Promoting Your Own Seminars and Workshops. I did this seminar. I showed up at this classroom, because they'd have it in a public school or whatever, they booked space. There were 5 people there. Normally, what happens when you have 5 people and you want 30 people in the room at least, you're all bummed out, disappointed, and you generally give a pretty crappy performance, because you're bummed out that only 5 people showed up. I always tell people previous to that, I would say, "Look, the people who showed up, they deserve the same quality of presentation as the people who weren't there that you wanted there."

Here's what happened, talking about the whole podcasting thing. I gave this presentation to 5 people, unbeknownst to me, one of the people was the CEO of Working Woman Magazine. She then hook me up to all kinds of stuff that was worth thousands of dollars. The lesson there is, no matter what you're doing to how many people, you better give it your best, because you'll never know who's watching.

Lance Tamashiro:
Really, in a room of ... If you wanted 30 people, you're at a pretty good closing rate or selling rate if you close 5 people. If you just ... The way I tend to look at it, and I know that feeling. It sucks when you're expecting 100, and 20 show up, or you're expecting whatever. One of the things that I have to do for myself mentally is go, "Those were my 5 buying units anyway. Now I just get to close at a 100%, rather than a 30%, or whatever."

Fred Gleeck:
Yeah. It's funny, because back then, this is in the mid-80s ...

Lance Tamashiro:
They heyday of the seminar or selling.

Fred Gleeck:
Yeah. I was the only person within that structure, I believe, that was selling anything at the presentation. I would deliver this ... I'd give them a lot of content, and I close them. People would be like, "How come you're doing those stupid classes at the Discovery Center." I go, "Dude, it's not about the money they're giving me. I don't really care. In fact, I would never monitor the checks. They would send them to me occasionally. They'd give me some pittance for that, but I would close a whole bunch of people." You're right, the smaller the amount of people in the room, the greater the higher my closing ratio.

Lance Tamashiro:
Yeah. They're the better people to begin with.

Fred Gleeck:
Absolutely. Here's the follow on to that, real quick. It relates to seminars as well. I had this situation. As of tomorrow, here in Los Angeles, I was going to be going to a 2-day event for $97. I saw this guy put up something. I won't give specifics because of the story. 97 bucks for 2 days, I'm going ... First off, I'm a little suspicious, because it's like, "That's too cheap." He immediately ... I signed up I think on Monday. Yesterday, I get an email from him, obviously he throw me onto a list that said, "Oh, by the way, my seminar in Los Angeles, I have 3 free tickets for whoever wants them."

I immediately the guy and go, "Hey, dude, you wanted to charge me $97 bucks to show up. Now you're sending the emails telling me you're going to give 3 tickets away for free. I'm pretty annoyed." In my ... This is a nice little plug here. I wrote a blog post. I was blogging 3 times a week for 5 years in a row, and then I just got bored, and so my last blog post was some time in 2015. I put a blog post up yesterday on, everyone can see it, that talks about this incident. Basically, what I talked about is how do you handle it? All of us have been in situations where we had seminars where not enough people showed up. I gave specific suggestions on this blog post as to how people should do this properly to not piss anybody off.

Lance Tamashiro:
I think this is huge. We're not talking about the same guy, but there's another seminar being promoted right now that started off $697 for a ticket. As of today, it's $97 for 2 people, and I was thinking, "Man, maybe we're talking about the same seminar, because this one is also in the Los Angeles area." I look at it, and I haven't seen your blog post and all of that. My philosophy with whether it's selling a product, or selling a seminar, or selling a service is always start low, and then raise the price, because you're never going to piss somebody off because they paid less than somebody else. You're always going to piss somebody off if they pay more.

In fact, I was talking to my business partner about this other seminar yesterday. I said, "If I had bought ... Well, first thing is if I hadn't bought or said I was going to the seminar yet, I wouldn't go, because what my assumption is that you didn't sell any tickets, and I don't want to be the only person going." That's the first thing. The second thing is if you did sell any tickets at $400, $500, $600, $97, and now they're $40, I'm pissed off as a buyer. I'm not going because you've lowered ... Even if you refund me the money, I'm not going because I paid-"

Fred Gleeck:
Wait a second. Have you read my blog post?

Lance Tamashiro:
No, I haven't. I totally haven't.

Fred Gleeck:
Okay. Even to what you're saying, we're again of like mind, because those are a couple of points that I made too.

Lance Tamashiro:
Yeah. I think you can't go wrong. When we've done seminars because it's always ... The bottom line is it's scary. It's a scary thing to put money down for a room. There's a perception of how do you manage. Everybody wants to say, "Look, I got a thousand people." The truth is it's hard when 50 show up, then what do you do? What we always try to do was we would bundle free. We would say, "If you buy our $500 course, you get a free ticket to this even, which is happening here." That way we can control that. We know we're going to make sales. It makes a good bonus for a high ticket product. We know those people are coming.

Then it doesn't matter what we charge because they just got it as a bonus for another program, plus we know we have people coming. Then it's like ... I don't know. I always feel like ... For me, this is just in our business, we always sell better when we're raising the price. It creates urgency. It creates scarcity. It also creates a perception that it's selling. If you're raising your price, it's selling. When I see people lowering their price, I know that they're not making any money. I think it's looking long-term and ... Man, you make a whole heck of a lot more money long-term wise, and people go, "Well, I'm not going to start my price at 97. I want to sell it at 500." I'm thinking, "But if you sell 10 because it's at 97, you not only get people in the room or units in your class, you're not losing ... You're losing money if you price it at 500 and nobody buys it because your offer isn't a $500 offer."

Fred Gleeck:
Okay. Let's use the real life scenario here. My new voice over client got ... He was talking so much about the voice over business, but just because it's going on. My newest client is another one of the other big shots in that industry, this guy named Dave Fennoy who is ... He's done a ton of voices for video games.

Lance Tamashiro:
I was showing his stuff to some of my friends. I was like, "You guys ever heard of this guy?" and I played the Hulu thing. Everybody knows him from Hulu. "Oh, that's the Hulu guy."

Fred Gleeck:
That's what he goes by. He's the Hulu guy, but he also happens to be just a really good guy, super nice, great person, and has done tons of video game voices for all ... Literally, he's in IMDB as one of the 20 greatest video voices of all time. We're going to be a doing a seminar with him June 10th through the 12th in Los Angeles. 10th, which is a Friday, and again, he ... I'm becoming the person that's handling this side of the business, the training side of his business. I am sitting there with this kind of situation. He can only have and do training for 16 people, because we want to do it in a studio, and he can't really give personal attention. That's the 2-day part, and that's Saturday and Sunday.

Friday, we do a 7 to 9pm 50 bucks, sort of his basic for all the people who aren't willing to pay the bigger price for Saturday and Sunday, but we want to have that. People who paid for Saturday and Sunday, they can come to that for free. He's never charged a whole lot of money for it, and so I said to him, "If we're only 16 people, Dave, you're the man, or at least one of the man, people, not to be sexist here, who is a person everybody knows in this industry." I said "$997," and he was like, "997 bucks, I've never charged more than that." I said, "No, no, no, no." First off, we only have 16 people, you are the person. I wasn't able to get him to go for that, but I said, "Look, I'm from Vegas, we got to do 777 then.

He agreed to that. Now we're doing a Friday night event and then Saturday, Sunday. Here's my question for you. What do you think? He's got 13,000 Twitter followers. We do not have an established list. I said to him, "Bill would happy to promote it for you." I said ... Bill, we were standing right here, I'd say, "We don't really want to pay Bill unless we have to. We can fill all these seats ourselves." Now, what's a strategy you think for him, given the fact that we're just starting with no list?

Lance Tamashiro:
The first thing I would do is definitely get those out to the Twitter people, but here's something that I think that a lot of people without list, but have an established blog, an established following, are missing out on, and that is re-targeted marketing. He's got a blog that people go to. He's got a site that people go to. You can go ... Their service the one that we use is called AdRoll,, They give you tracking link that you stink on the bottom of your websites, your blogs, anything at all that you've got. What happens is that they have media contracts with everybody, with Google for AdWords, with Facebook on Facebook Ads, with every site.

Have you ever noticed that sometimes you're like on Facebook, or on CNN, or some site, and you're like, "That's weird that I see back up creator ad from ... or anybody." It's like, "I was just at their site, or I just bought a car, or I just ... Now I'm seeing their ads everywhere." That's what they're doing. It's called retargeting. The cool thing about it is it's super cheap because you're targeting a list of just people that have visited your website. You put this tracking code on there, and then you make a creative. That way you can at least follow them around for really cheap. It will come out to 50 cents to a dollar per click. That's in our industry, which is a little more expensive. I don't know what ads cost in that.

If it was anywhere even between a dollar or $2 per click, what you know about those people is, one, they know who he is. 2, they've been to his website, so they're a hot ... It's not like you're just throwing stuff out there, like on AdWords, or you're like, "I'm just going to advertise the voice over seminar or something like that." I would do that, and I would use Twitter to drive traffic to a website, not necessarily the seminar website, although you might want to do some to the seminar website. If he made a video of him ... The one thing that I've noticed that the voice over crowd love is they like to see people actually recording stuff. That's the one thing I see with Bill's stuff.

If he said, "I'm going to record. Here's a recording of me in the studio, doing an ad for XYZ, or just practicing." or "Here's what I do when I do this." People would all flip out, and now you're building a list without building a list, if that-

Fred Gleeck:
Here's what my plan is. I've already scheduled, and I forget what the dates are, but if anybody is ... You'll eventually find it, which is we're going to be doing 2 webinars, one in April, one in May, that are free. Free webinars in which he's going to talk about what we're going to cover. I'm going to get some stuff, and I'm going to pick one person where he will do a live coaching session that he would do if all of them ... The reason why I ask to narrow it to 16 people is all of them get private coaching on how they read for these characters.

Lance Tamashiro:
What I was thinking as you were saying ... That's the first thing. The second thing is you can target URLs in Google AdWords. There's this voice over bulletin board. There's these things. You can even target within those. Those a place in-

Fred Gleeck:
A page within a page.

Lance Tamashiro:
Right, a page within a site. You can put in that URL. You can write an ad. We used to run one. We resell wish list members, and we do membership training. There was this really popular blog post that we found that had AdWords on it. We used to run an ad that said like, "Welcome users of ... Here's the special 4 because we knew where the ad was running, so we could customize the ad for those specific people. You can do stuff like that.

Here's the big thing. I think just as selling seminars or selling high ticket products in general, it doesn't matter, but I think the biggest problem is the mindset shift that people need to get out of, what their worth is. I think $800, you're talking about a minimum of 16 hours of him teaching, 8 hours a day. Then you factor in lunch, travel, hanging out with people before, after all those things. Literally, this guy is going to put in 25 hours of work. You start running the math backwards on what his hourly rate is, minus travel, minus hotels, minus rooms, minus all of this stuff, it's not as big.

People like to look at the number, people like to say, "Oh my gosh. This guy ran a launch, and it was XYZ." You start running the numbers backwards, it ain't as much as people think it is. $800 to get 16 hours of training, you're talking about ... What is that? $50 an hour.

Fred Gleeck:

Lance Tamashiro:
When you start comparing ... I think that's one of the things that we always try to do when we're making an offer is ... Yes, the number might feel big at first, but you can minimize that number really quick when you go, "Here is what it would cost to get a demo cut." Most coaches charge a 125 per hour. You're going to get 1 on 1 with this guy. All of a sudden, it starts to look really cheap. I think that’s a sales team that whether you're struggling with pricing high, look at what your real number are, and all of a sudden, even a thousand dollars looks cheap.

Fred Gleeck:
Okay. You and I probably will disagree on this, but it's good for people to hear this. In the copy that I'm writing for this particular thing, which by the way I think is going to be ... It's a voice acting for or voice acting for Both of them go to the same place, not up yet. If you're listening to this right away, it may or may not be up by the tie you hear this on the podcast. What I'm doing there is given the fact that I'm certain we're going to sell the 16 seats, my guess is that we're holding it here in Los Angeles. My guess it that 50% of the people, maybe more, will be local. 8 to 10 people are going to be from this area, driving distance definitely.

I'm going to immediately put in there in my copy. We are going to be selling the recordings of this program. It's going to be 3.97 until June 1st. Then after that it's going to be 4.97. The question is to you ... I know that lot of times, you don't like advertising the fact that you're recording something in advance. Whereas, in this case, since I have a maximum number of people, would you change your ... Are you okay with doing it that way?

Lance Tamashiro:
I wouldn't, and here's why. I don't want people buying the recording instead of showing up live. The first thing-

Fred Gleeck:
I think we're going to sell out.

Lance Tamashiro:
The first thing I want is to sell the 16, and then announce the recording. In that way then it's an extra nice bonus for the people that show up live, even though you didn't put it on there or put that they'll get a recording, but I wouldn't sell the recording until it's sold out.

Fred Gleeck:
Okay. Let's say for example that we're holding the seminar June 10th through 12th, and let's just say that by May 1st it sold out. Now, do we advertise on the site?

Lance Tamashiro:
Yeah. All you can get is the recordings. Again, this is personal preference thing, this is me, but this was a big fad that started in the internet marketing business seminar thing a couple of years ago where they started selling live streams. I know for me personally, I could go into seminars. Why would I go spend $2,000 to go to a seminar that I really wanted to only see 1 or 2 speakers anyway, when I could by the stream for $37 and be at home on my schedule in my house on my thing and get the same experience. For a while at the internet marketing seminars, they would say come to the thing or buy the stream, and I bought the dang stream because it was easier for me.

Fred Gleeck:
Cheaper. You didn't have to ... In other words ... In that case, let's say that those internet marketing folks have filled all of their seats, at that point you'd up a live stream.

Lance Tamashiro:
Yeah. If it's legitimately full, I would just say stack how you want to sell it. Why take somebody that was willing to come to the live event and they go, "Hmm. I'll just stay home and get the recording."?

Fred Gleeck:
Yeah. That makes a lot of sense. I think that make sense to do it that way. As soon as you've already filled it up and you're at capacity, you then move to selling the recording. I think, yeah, that's a good strategy.

Lance Tamashiro:
I do think that webinar is a fantastic idea, and it doesn't matter whether you're selling a seminar, coaching, software, training, whatever it is, I think webinars and videos are awesome, and the reason is because you can give them the experience of what it is without them even knowing that they're getting that experience. If it's software and you're just demonstrating the software, people see it and go, "Oh my gosh, I need to be able to do that." makes it an easy sale.

We sell a coaching program just like I know you guys do as well. What we do is we try to get people on the phone for a free coaching session, so that they feel that it's like how we coach them, the kind of advice that we give them. Then at the end we say, "If you like this, we also have XYZ program that is the same thing, and here's what it is." All of a sudden they go, "Oh, I know what that is now. Now it makes sense. I can buy that."

Fred Gleeck:
I want to hear that pitch. Okay. You and I, we've just finished our 15-minute free call. When do you do that? What does it sound like?

Lance Tamashiro:
Usually, how we end our coaching calls is we'll say ... We have a time limit and we'll say, "We're running out of time here, so let's get your last question and then make sure that whatever you need the most gets answered." That way they know that they're wrapping it up and then there's no more back and forth. They as their last question, we give them the answer, and then we say, "We had a great time doing this with you. It's nice to get to know you and see your business. We have a lot of other ideas that we think we can add on for you. Why don't you go and check out this program here? It's an awesome value. It's pretty easy. It's always there for you. We'll send you a link. We'll do whatever."

You don't have to do a hard sale pitch after you've just spent 30 minutes with somebody coaching. It's "You know what I do, do you want more of this? Here's where to get it?"

Fred Gleeck:
Right. There's no hard sell, it's just like, "Hey, you've seen me do this, here's the link. If you want it, get it."

Lance Tamashiro:
I think in the coaching industry, so many people, they're so afraid of giving it all away. We've talked about this before. My take on all of that is there's always more questions. The more that you can give away, the absolute better. If I've just solved what you thought was every one of your questions, and you go and implement everything that I just told you, that's going to raise more questions than you had. It's going to raise questions you didn't even know you had. That' when they need to come back to you.

Fred Gleeck:
Here's an example. I think I may have told you about this. I was checking an inventory of what I'm really, really good at. I was mentioning it to my wife yesterday. I said you know the one thing that I'm probably better at that anything else is I've done over 2,000 interviews with business people. I've done 2,000 interviews talking to them, asking them questions, picking their brain. I have this site. I have this program I did years ago with Kerry Dean, called, and for anybody who's thinking about going to the site, please wait a while because you can get all this for free. Here's where I'm going. My whole idea is that I think I can show people how to be a better interviewer, number 1, or a couple of other things related to that topic. What I'm going to do is I just downloaded ... I hadn't seen my own audio program. I downloaded it. I'm going to get it transcribed. I'm going to put the audios and the transcriptions up for free on the site.

At, if you go there and it's not free, do not buy it. Wait until it's up there for free. Now, my goal would be, at the bottom of the site to say, "Hey, if this stuff gets you excited, you want more information, click here to schedule." I'm going to try and get some of the scheduling program you're talking about. "Click here to schedule a 15-minute free call." Any thoughts?

Lance Tamashiro:
Yeah. I think it's good. I think that the one thing about the interview model in general is there's so many routes you can go to monetize it, from the obvious ones of just packaging them up and selling them, to podcast, to training programs. I think that the one thing ... I get a lot of people that they say, "Why are you doing so many interviews for your podcast? Why are you reaching out to that?" The part that people don't see is that my networking. I'm not doing it ... Yes, I'm doing it to provide value for the listeners and do all that, but I haven't even started monetizing my podcast.

When people look at it, they're like, "You don't run ads. You don't do anything. You're just putting it out there. Why?" What the part that they don't see is all of the connections that I'm making on the backend with these people. I think for me there's so many ways to monetize the interview model, some that are really obvious, some that aren't. One of our best-selling books is a collection of interviews that's just transcribed and put together. It's just straight the interviews. Yeah, I think that it's an easy way to create lots of content. You're never going to run out of people to interview in any niche that you're in. I've never had somebody say, "No, you can't interview me."

Fred Gleeck:
Yeah. I always call myself ... I don't know if you've heard me use this a lot, but I think I used it one time on a [inaudible 00:25:44]. I call myself Mr. Stupid because I go, "I think I have asked" because I think that many times when people are listening to one person just blab on about something, there's always ... I'm the one that wants to ask the question that I'm hoping that my listeners are saying, "Yeah. Hey, Fred, good question. That's what I would've asked him as well." I'm trying to service their advocate rather ... When people get on and they record programs with just them talking to the mic or looking into the camera talking, I think that's really ... I don't care if your Tony Robins. I don't think it's nearly as effective as doing a back and forth like what we're doing here.

Lance Tamashiro:
Yeah. I agree, and it's easier to listen to, and it's easier for the people doing the content.

Fred Gleeck:

Lance Tamashiro:
It's always easier. As a trick that I used to do, because I don't do this anymore, when I would write blog post or try to come up with my podcast stuff, I would always start with a question as fi somebody asked me. "Lance, what do you think about XYZ?" Suddenly it became easier for me to write a blog post rather than ... If I was going to write a blog post on how to pod cast, I'd be like, "Okay. How do I do this?" If I picture somebody asking me the question how to podcast, that one little weird trick in your brain triggers something. If somebody asks you a question, you have to answer it, versus starting with a statement.

Fred Gleeck:
I don't think we've discussed it on your podcast here, but I think one of the things you talk about making things easier for yourself. The one thing that I've done, I don't know if we've discussed this. If I have, excuse me for repeating myself, but I have come up with what they term a schema for putting all of my affiliate relationships is. For example, mine is Have we talked about that?

Lance Tamashiro:
Yeah. I think that's a great idea. Any system is a good system.

Fred Gleeck:
The reason why I did that is because whenever I was talking in front of a group or talking like you and I would always be sitting there going, "Oh man, I know I've got an affiliate deal with someone having to do with websites, so" I think that people ... If you want to make your life easier, come up with systems. You guys are great at that. You and Robert always do stuff. By the way, one of the things that was brilliant last night, which we talked about on our fiber discussion, was the idea, you should talk about this right now because I want to hear what your take is on it, of getting people to go back to a member's area to click on the 4 things that they have to do. Explain to people listening why they should be doing this for themselves, why it's so effective.

Lance Tamashiro:
Yes. Our strategy with membership site is different in most people. Most people that I see they’ll sell a program, they’ll post the videos, and that’s it, so you go there once to sign in. Our strategy with membership site is something completely different where it's, we want ... I felt like a lot of people create products and they don’t really want people to go through them. They’re afraid of refunds. They’re afraid of negative feedback, whatever it is. Our strategy is we want people to consume our products. We want people to see them and we want people to think that we’re different than all of our competitions because we are. That’s how you get people coming back to buy from you.

What we do is we build in what we call sticky components into our websites. We want people logging in into our membership sites every day. We don’t want people to forget about us. We want to be Facebook. We want to be Gmail. We want to be all of the sites where even though it’s training, we want you in our site. We create tools like in the class we’re doing right now, we have templates. Fill in the blank where they don’t have to write anything, they can click on a few things, customize it, click a button, so what happens? They have to comeback every time they want to use that template. Now, they’re thinking about us again. They’re looking at the training again. They’re remembering that they’ve got to do something.

What we’ve added in to the member’s area now is an area where we’ve got some certain task that we think the people need to be doing every day. We built a little application that basically they go in and it tells them the last time they said, "I did this." It just keeps a real-time counter for them. Every day, they can log in and click it again, and it resets the counter. Then it says, "It’s been 10 seconds since you've done that. It's been one ..." What that does is 2 things. We know that they will get results if they do that. It trains them to the tasks to get the results. Why? Well, then they’re remember me next time they want to buy something that I got them results when nobody else did.

The second thing is it trains them to keep coming back to the member’s area. They’re watching the videos, again, to consume the training. That’s the number one goal is get people to consume your training by building in these sticky things. The next thing that is going to probably be released into that member’s area is a checklist where we’ve got a pie chart of there’s x number steps that you need to do to be successful. Did you click off one? The pie charts start eating the way as they click that up.

Fred Gleeck:
It’s a video percentage too?

Lance Tamashiro:
Yeah. It gives them this gamification, this sticky thing to get them coming back and people go, "Oh, you’ve got all these gimmicks. What I need to do is a gimmick." Yes they're gimmicky, but the whole goal behind is to get people to get result. I think that that gets lost so much in selling product online that the people focus so much on the sales letter and on the selling of the product. The truth is, if you get people results, you will never have a problem selling a product. You don’t even have to sales page. If you get people results and put up a buy button, they will buy if you’ve got them results.

Fred Gleeck:
Absolutely. That goes so in opposition to what you and I tend to hate, which is the people who are selling your product only to try and sell the next product in the content as opposed to over delivering the crap out of the original product and having them go, "Hey, when is your next product? I want to buy it."

Lance Tamashiro:
I want to be really clear too. I believe in hypy direct response sales letters. I’m not saying don’t have an over the top sales. Make sure you’re telling the truth, but I believe that people like to get excited. If you deliver on that promise, man, you just hit a homerun. I’m not saying don’t sell hard. What I’m saying is, "Sell hard, and deliver awesome."

Fred Gleeck:
If you want to see an example in this industry, the is as hypy as sales letter you can get. Now, the people who are in that program after their third week are going, "This is the greatest thing since sliced bread." We hyped the sales letter and then over delivered on it. Those people, the next time we say, "Oh by the way, Lance has new thing." People are going, "Sign me up. I don't care how much it."

Lance Tamashiro:
Yeah. The other think that we tend to do is not announce everything. That’s a big key. So many people that I see doing products, events, live courses, whatever, is they want to have it all planned. They’ve got the slides down for all the modules beforehand. The truth is that we try to do things fluidly because we don’t know what issues are going to come up.

Fred Gleeck:
Wait, I’m a little confused. What you’re saying is you don’t have a plan and advance, exactly what your deliverables-

Lance Tamashiro:
We have an idea. We’ve got what they’re going to get and how it’s going to get there. The content itself, I mean I’m putting that together right before the webinar, because I want to see where they’re at and where they’re stuck. In that way, if the live people are stuck, the replay people are going to be stuck too. You make a better product by not being too rigid with it. The other thing is we don’t like to tell everything that they’re going to get. Nobody in this class expected the member’s area ... Even you guys, we didn’t tell that some of the tools that were going to be in there, and there are stuff that we just do in all of our stuff, but they didn’t know that.

Transcripts, adding those in, nobody knew that that was coming, and you start adding those things in, even if you know they’re going to be added in, and you don’t tell them, now all of a sudden people are going, "Oh my gosh. This is so worth it."

Fred Gleeck:
I don’t think we talked about this, so it's worth to explaining to our listeners, which is that you are then ... Unbeknownst to the people that are in this program, they’re going to be getting the DVDs. What are they getting? They don’t know this yet, do they?

Lance Tamashiro:
Some are. The [inaudible 00:34:27] members, we’re going to be sending some extra stuff to for free to those members.

Fred Gleeck:
Okay. That stuff is going to be what?

Lance Tamashiro:
It’s going to be a ... Let me see if I can ...

Fred Gleeck:
Do you know yet?

Lance Tamashiro:
Let me see. I'll show you here, one second.

Fred Gleeck:

Lance Tamashiro:
I don’t think that you’ve actually seen this stuff before. What we do is we create ... I don’t know if you can see this or not, but we create professionally done DVDs, individual for each module, with printed on silk screen DVD stuff. We create these big old thick manuals with screen shots. This one is close, but full blown books with professional covers. Here’s the reason why.

Nobody is going to throw this stuff away. I’ve got DVDs on my shelf from years ago, because I like the way look. They look cool in my office. If I’m on your bookshelf in your office, and you look up and see this bright orange thing, or this the hypy blue thing, you’re thinking, "Oh yeah. I remember Lance did that for me." Now, I’m in your home. It’s not a business card, it’s a "I'm in your home and you’re looking at me every single day." These things are cheap to do. One DVD with shipping I think is 7 bucks.

Fred Gleeck:
Is that Kunaki? Why do you use?

Lance Tamashiro:
Kunaki. Yeah, Then we use for the books. I think this one is $7 shipped or $8 shipped, and it’s 354 pages with color. For customer retention, it’s nothing. It’s nothing off your top end to spend 5%, 3% of the revenue to retain somebody. Yeah. These are some cool little things-

Fred Gleeck:
Again, in your case, we didn’t announce any of this. You’re making a selection as to who’s going to get this way over the top extra. Right?

Lance Tamashiro:
Yeah. The people that are in the [inaudible 00:36:39] members, which is Bill's sort of membership site. Here’s the reason. It's good Bill offers people discounts and different things for being in his inner circle, so my whole thought is why not just over deliver the crap out of those people because then they’re never going to go anywhere, and they’re never going to do anything? One of the things that I think that gets lost so much is more than what you sell, and what you do, all people really care about at the end of the day is how you treat them. I think that business, in general, not just online, but specially online, but even offline too, we’ve lost that personal connection, that personal touch.

Everybody talks about know, like, and trust. I’ve never seen anybody that actually implements it. Nobody picks up the phone and calls. Nobody sends stuff. Nobody checks in anymore, but they all talk about know, like, and trust. That’s how you build a business, one person at a time, one phone call at a time. You can have the biggest list in the world. If you talk to them, they will never get off your list, and they will read every email that you send them.

Fred Gleeck:
That’s a great place to end this week’s podcast.

Lance Tamashiro:
Awesome. As always, everybody thank you for listening. Please go to iTunes, rate and review us. I looked this morning. We are number 22 in the business and marketing section.

Fred Gleeck:
Moving up.

Lance Tamashiro:
Moving up. Thank you guys very much. We will talk to you on the next episode. Have a great day, everybody. Bye now.


The Conscious Warrior – Nick Pereira

Today we've got Nick Pereira. Nick is a life coach. Nick works with entrepreneurs, other coaches that are creating products using email marketing, helps them plan that out and move them forward in their business. So today I think we're going to talk about all kinds of stuff from mindset to Facebook advertising to traffic, email campaigns, everything that you need to know to take your business to the next level. Nick, thanks for being on the show!

Nick Pereira

Nick Pereira: Oh, thank you so much, Lance! I love your intro and your energy. It's fantastic. It's definitely contagious so I appreciate being here and having the opportunity to chat with you.

Lance Tamashiro: Yeah, and you know it's funny you mentioned the energy and stuff like that. When I got started online, and maybe you can relate to this or some of your coaching clients can, as well, I was never excited at my day job. I was never happy to get up and go to work. Now, it's like, man I get to pop out of bed. I can't wait to get downstairs into my office. I can't wait to see what's going to happen today. It's like, it's crazy when you get to shift from that, "I'm just kind of toeing the line, grinding the stone" to actually something that you love. When you're lucky enough to find that, boy, the world just changes for you.

Nick Pereira: Oh, absolutely. You know what? The world changes for you. I experienced that and what ends up happening, too, is it effects your results, right? I mean, Lance, as soon as I got on Skype with you here, it was like, onto your show here, it was like, "Oh my goodness! The energy", right? It was like, "Oh this guy's got, this guy clearly loves what he does" and now all my intrigue is engaged because I'm going, "What is it that he does that he loves it so much?" I experienced this because I love what I do. I love being a coach and a trainer and helping people get the results their looking for. It just brings me so much joy that it actually impacts my marketing.

It impacts my focus, my ability to connect with people, so it's a tremendous privilege to work in a, to be in a position where you work what you love to do.

A Conscious Warrior

Lance Tamashiro: Absolutely. You know, I'm dying...First of all, I'm going to tell you my secret. I'm not always this energy it's the morning tea. It's not coffee, it's caffeinated tea. Anyway, I'm dying to know about one of the things, and we'll talk more specifically about you do, but you call yourself the conscious warrior, or I am a conscious warrior presents, and you've got this show. Can you talk a little about that, what it means, how you came up with that and why that's important to your brand and the things that you do?

Nick Pereira: Sure, absolutely. I declared myself a conscious warrior a number of years ago after I went through a life transformation process. Basically, I had quit drugs in my life, alcohol, I've quit eating meat, all kinds of things that I found that were very negative for myself. I'm not judging anybody, if you're out there and you're having a glass of wine or you're eating a steak or anything like this, it was just, this was a personal journey, okay?

For me, what ended up happening was addiction was really apart of my life and I couldn't, I found, so hard to break this addiction, even though I tried. What ended up happening is I truly got inspired and, for me, I really started going down a spiritual journey. In this spiritual journey my own consciousness began to raise, where I became to be more self aware of myself. I started to realize that the life that I was living was nobody's fault but my own. Essentially, in my language, my life was totally other people's faults. I was a victim of my circumstances. Then, what ended up happening is through my own spiritual journey and my own conscious awakening, I got to this point where I decided, okay I'm going to throw away, I threw away all the pipes and the lighters and I dumped the drugs down the toilet. I remember sitting there going, "Oh my gosh!"

Now What?

Nick Pereira: Now what, right? You know, the first day I was pretty inspired, Lance. I was like, "Yeah! This feels great!" The second day, I mean I had been using drugs for over 10 years of my life, and so I was having massive withdrawals. I couldn't sit still. I couldn't catch focus. I felt uncomfortable in my own skin. I couldn't even, I just couldn't function. I went online and I was like, what, you know, the almighty Google, right?

I asked the almighty Google, "What is happening with me?" I read these 2, 3 articles that basically said, "You're going through withdrawals. This could last anywhere from a few days to a few months."

The temptation to be, I was like, "Oh my...I can't go a few months like this!" What ended up happening is, I was actually following a contemporary shaman for sometime on Facebook. I reached out to her and I said, "Look, here's where I'm at. Here's what's going on." She had no idea who I was, but I was pouring my heart out to her on Facebook. I was like, "Can I come see you? Can you help me?" She said, "Absolutely, come see me."

The next day, I'm driving 2 hours into, literally the middle of nowhere, to go see this shaman. This is what I all spiritual warfare is because what ends up happening is my little voice kicks in, and I think everybody knows the little voice I'm talking about. It's that little voice that says, "What are you doing? This is stupid. This will never work. Are you really going to pay to go see this person?" All this type of stuff. I so badly wanted something to help me that I broke through those little voices, I went there and I ended up getting some healing treatment. It was in that session that I, there was about 45 minutes into this session, Lance, where I felt this weight just lift off me. These tears started to stream down my face and I just said, "Wow. I carry the frustrations of my father." I didn't even know what I meant when I said that.

Later on in my journey, I learned about lineage karma, or how we carry habits and we carry things from our lineage, things that we don't even know about, but it's in our blood. I was actually, like, I would say that I was forgiven and I was broke in those habits and those, that frustration. That night, I became conscious, meaning, that night, actually for the next 3 nights, I woke up every single morning as the sun woke up. My energy was so aligned with the energies in the planet and in the cosmos that I would actually wake up with the sun. I was just felt so alive. I was just so present. I didn't have any, I didn't need to go anywhere, I didn't need to do anything, I didn't need to, I didn't need to build a business or all of these stuff. I was just there.

I felt so blissful. Then, what ended up happening is over time, in that moment, I really dove into my spiritually, because, here's the truth. It's not like I wake up every morning like that now. I lost that sort of, that intense blissfulness, but I never lost the stillness. In fact, over time now, it's just grown in me. What ended up happening is my path was revealed to me, or shown to me, in that, which was to be conscious, this conscious warrior. What consciousness is raising the awareness here on the planet and the warrior has nothing to do with outside of myself, but the warrior is when we become aware. If you're listening to this show right now and you're going, "Wow, I'm aware of a few things in myself. I'm aware of a few of the negative habits I have. I'm aware of some of the negativity that I hold."

The warrior part is being brave enough to face them.

The hardest part. That's why I chose the conscious warrior. Now, I didn't invent conscious warrior. There are conscious warriors all over the planet. There are literally thousands of us, and probably millions of us, so that's why my brand became I am a conscious warrior. I'm not saying I'm the only conscious warrior, I'm just saying, hey, I'm part of the crew.

Lance Tamashiro: I love this story and I love this journey that you had to go through and this awakening, because I believe you got to get rid of a lot of that stuff. You can have the best business idea, you can have the best idea of what you think a great relationship's going to look like. I personally believe that until you get rid of some of that stuff, and whatever that means for you, but finding that peace that you describe that you found, until you find that, I don't think that you can grow your business to it's potential. I don't think you can have the relationship with your kids or your spouse or whatever, until you find that. When that happened for you, what changed in your life, besides, "Wow, I'm waking up with the sun, I feel better and I'm not on drugs and alcohol"?

Nick Pereira: Yeah, so, what changed, the results. Here's the deal, more clients. Literally, more clients starts coming into my coaching programs, into what I was doing. The reason why is because at the time I was incongruent with my message.

Coaching and Congruency

That's the truth. We just have to look at our own life and go, "In all honesty, where am I being incongruent?" Wherever we see incongruencies, there's a block, or a limit. What ends up happening is, now, more clients start showing up for me. It's not that they just magically showed up. I'm not a proponent of just, I don't just sit there, meditate and my business builds. No. It is work, okay? It is understanding the business strategies, learning how to write good copy, learning how to implement daily habits that are effective, learning how to create the ideal schedule. All of these things come into play.

What had end up happening, as you mentioned, is because I reached a certain level of peace in my life, I then became open to actually implementing and learning.

Because the truth is, if we got to be honest with ourselves, is that we're not very coachable. We think we are, we sign up to programs.

We jump on webinars and they tell us, "Do step 1, do step 2, step 3" and we go, "I really love step 1, I love step 2, but step 3, that doesn't resonate with me."

Lance Tamashiro: Then we go, "The dang thing doesn't work! Scam!"

Nick Pereira: That's exactly it! This is a scam, it didn't work. I paid all this money, didn't work. It's like, "Well, I promise you that you left out some of the steps, and you left out some of the steps because your own ego got in the way. You said, 'But, I'm not comfortable with that.' Well, I know you're not comfortable with it. That's why you need to do it!"

Lance Tamashiro: Right. Exactly.

Better Clients

Nick Pereira: Right, to get the new results. Ultimately what happened to me, yes, more money, better clients, not even just more clients, but better clients, that's key.

Lance Tamashiro: I mean, attracting people probably more like you. Where you're at at the time.

Nick Pereira: That's exactly it. Like you said, better relationship with myself and Sarah. Our relationship has been nothing but growing and more connection. Better relationship with my parents, and just a better relationship with myself.

I was always a person that needed to be around other people and now I love being by myself. I love being around other people, but there's no difference anymore. Whether I'm by myself or whether I'm with other people, I'm just enjoying the experience. Of course, that equals better results in your business. Hands down.

Your "Why"?

Lance Tamashiro: You kind of mentioned, I think, some of this, but I know you do a lot of coaching and working with other people, and one of the things, I've gone down a similar journey as what you're describing in my own life. I always was told when I started my business and to become an entrepreneur or whatever, when I wanted to leave corporate America and people said to me, "You got to find your why. You got to know what you're doing it for." I was always like, "Well, money."

Then, when I got over the money part it was, the reason why I wanted the money was, what I was telling myself was, I wanted a better relationship with my wife, my kids and all of these things. What I found was, because of a lot the stuff that you're talking about, the blocks and the bad habits and all of this other stuff going on in my life, I didn't do any of that. I actually spent less time with my family. I spent less time, my relationship with my wife got way worse, and what really ended up happening was a lot of what you said. I thought I was building a business, but what I was really doing was watching what other people were doing on webinars and doing half of it. Or, taking the two parts from one system and the one part from the other that I didn't like and combining it and then going, "Hey, this doesn't work for anybody!"
Then, when I got over all of this and came through and was like, "Okay, maybe I'm the problem", and started following through with systems, started...A big thing for me was taking time for myself, which meant, like, don't stay up late. I go to bed, people laugh at me, I go to bed, literally, between 8:30 and 9 o'clock every night, wake up between 4 and 4:30 every morning.

Doing that sleep thing and taking that time and scheduling in exercise and all of this, I forgot about all of that, because when I started my journey, and I see so many people doing this with their businesses, is they stay up all night, they got to get it all done, and after a week, you talk to them and you can just see it on their face. It's like, they're dragging around, and it's like, "You can't sustain this." The amount of time it takes to build a business is the amount of time it takes to build a business, and no matter how many nights you stay up all night, you're not going to get yourself any further. You're probably setting yourself back.

Helicopter Entrepreneur

Nick Pereira: I would agree. You're actually, you ever heard the term "helicopter parent"?

Lance Tamashiro: No.

Nick Pereira: Okay, so what a helicopter parent is, is like a parent who hovers over their kids always. They kind of want to protect them all the time.

Lance Tamashiro: Right.

Nick Pereira: I'm not, again, I'm not condemning anybody who's doing this, but essentially what ends up happening with a helicopter parent, is unconsciously, or, they end up actually suppressing their own child's growth, because their child, then, is becoming dependent on them rather than growing into an independent individual. I've coined the term "helicopter entrepreneur." This is somebody who hovers over their business all the time and never allows them, their business to have a natural growth. I give the example of a plant. Imagine I put a sit into the ground, I cover it with soil and then if I stand over the seed and then yell at it, "Grow! Grow! Grow!" You see? No matter how much I yell at that seed, it ain't going to grow. The seed is going to grow on its own terms. What all I need to do is remember what is my job. My job is to show up everyday, put some water, make sure it gets some sunshine, make sure I can fill the soil with the good nutrients, and guess what?

That seed is going to begin to take a life of its own.

This is what I do in my business. I show up every day and I do my part. I do my Facebook system. I do my Google Hangouts show. I learn the skills that I need to learn. I apply, I attend my networking events. My first book is about to be released. I wrote my book. All these things, I do this. I do this every day. I do my activities, and then I let it go.

Then I go spend my time with Sarah. I go spend my time meditating. I spend my time doing yoga. Then, I spend my time having fun and enjoying life!

Lance Tamashiro: Yeah, I mean, because that's what it's about, right? I mean, at the end of the day.

Nick Pereira: Totally! At the end of the day, I have a business to support my life. I don't have a life to support my business.

Lance Tamashiro: Yeah, and I know, for me, that was a huge shift when I'm like, "Why not just go back to work?" I mean, I had the stability, I had a paycheck, I had all of these things and all I've done is created the same monster, but bigger.

Because now it's scary. I have to do all of this stuff. That whole shift of letting it just do what it's going to do was amazing to me. I found out all of those things I said were my goals, I was able to nurture and grow, besides, and have the successful business, so I love that analogy.

Nick Pereira: Yeah. Something that you said really resonated with me, Lance, was how, because I can relate to this in my own life, was how you said, "My why was my family, my relationship", your wife, your kids and then you end up, it sounds like, anyways, end up spending more time on the business than - with your wife or kids and of course, the relationships suffer. I went through the same thing. I always said, "What's my why? Well, I'm going to retire Sarah and I'm going to retire my parents. Then, I'm going to, I'm doing this all for my family." I came to that realization as I'm sitting there struggling in my business going, "I'm not doing any of the things that I said that I wanted to do, because I've actually just made it all about me. I made it all about this business." I ended up making that decision, and it sounds like you got to that point as well, to say, "You know what? What is really important?" I began to focus back on what was important. What's scary about that is the mind comes in and says, "But what about the bills?!"

"What about that, all that ambition?", and for me, "What about all that recognition and all that stage and the glory that you were going to get?"

Then, as I began to let all that go and say, "You know, none of that's important to me. That's not really important to me. When I'm on my death bed and I look back at my life, I'm going to be thinking about my loved ones." That's what, who am I going to want around me? I'm going to want the people that I love the most and care about the most and the people that I've served, I'm going to want them there. I'm going to want to spend my last hours with the people that I love. Then, you come to this realization, I love this quote from the Buddha, the Buddha said, "The problem is you think you have time."

Right? It's so profound because that is a problem in our society right now, is we all think we have time. We think that tomorrow is promised, so we spend today doing all these things that are not important. How this relates to building your business is that when your priority becomes your priority, then you look at your business in a new light.
What I began to do in my business, is I began to shave all the things that were not necessary. I ended up, I used to be the chair of the Board of Trade of the committee on the board of trade where we used to this annual award dinner. Then, I was part of all kinds of different groups and boards and trades. I would attend so many webinars and all these things. Then, I wrote it all down. Then, I started, okay, that one's gone. I stepped down as the chair of the committee. That committee never brought me in any clients.

Done. I started looking at the activities that brought me clients, that helped me create the mission and helped me serve people. That was it. You know what? It broke down to about 5 activities per day.

Lance Tamashiro: Yeah, I mean, mine's exactly similar. It's like when you realize how much time you're wasting being busy. Then you figure out there's a handful of activities that actually...Your plant analogy, right? There's only a couple of things-

Nick Pereira: That's it!

Lance Tamashiro: -that you actually do that you got to get out there and be consistent, and it's like, nothing's happening, but I know this is there and then nothing's happening, nothing's happening. Then, all of a sudden you wake up one day and you're like, "Oh my gosh! The plant grew!" The plant grew and I know it's because I watered it. I know it's because I gave it nutrients. I know it's because I did all of these things. You can't go, "It was that tweet. It was that Facebook ad. It was that Google Hangout." No. It was that I stuck it through and nurtured this thing long enough to let it all of a sudden come out of the ground and grow. I love that you put that, like, "When I wrote it all down there was only a handful of these things that actually were setting the foundation, were important to the business long term." I know you mentioned Facebook stuff and Google Hangouts. Can you talk a little about what you do with those things and how those implemented into your business and led to where you're at today?


Nick Pereira: Absolutely. I want everybody to learn this word and this acronym for this word. The word is system. The acronym is Save Yourself Time, Energy, Money.

What I realized, I wrote all these things down, so all these things that I was part of and I began to hand in my resignations and quit all of the activities that were no longer important. The first thing is, then I had to become very, very clear on my ideal client. The reason why is, I was involved with so much activities because I really wasn't clear on who I was supposed to be serving. I was just throwing things at the wall and hoping it stuck. I became clear on my ideal client. Then, I began to implement systems.
Facebook. I've got a Facebook system that generates 3 to 5 ideal leads per day. It takes me less than 2 hours per day to work this system.

Lance Tamashiro: Can I stop you real quick?  Because somebody out there, and I know when I was starting, if somebody would have said what you just said, I would have been like, "I'm done. I'm off somewhere else." You said, "Everyday my Facebook system brings me 3 to 5 clients." That's what most people heard. But what I heard-

Nick Pereira: Leads.

Lance Tamashiro: Or leads, right.

Nick Pereira: Yeah.

Lance Tamashiro: Leads. Most people are thinking that's not a hundred, that's not a million, that's not a thousand, but what I heard, which I think a lot of people didn't hear, was you said, "It gets me 3 to 5 ideal leads a day." I think that that's so important because there's so many people out there teaching Facebook saying, "Get your penny clicks! Get this! Get a million leads! Get all of this!" The truth is is that, 1, you can't handle that volume, and 2, big deal if you've got a scoreboard. If your scoreboard's just clicking, like, "Look at my leads" and they don't care about you and they don't want to buy anything from you, 3 to 5 high quality ideal leads, to me, a day, that's probably, you're probably super busy with just that.

Nick Pereira: Oh my goodness! I don't want more than that, because, in fact, if I have more than that, like you said...I should say I don't want more than that right now. I can attract infrastructure to be able to handle the growth, and that's important, but that's a later step in the business. Really, 3 to 5 ideal clients for me, right now, generates me over a 6 figure income. I'm very open with that. If you're like, "How does this result in cash? What kind of income does this result in?" Well, it results in about 120 thousand dollars a year, okay? Give or take.
Why this is important is, like you said, it's ideal clients. Meaning, I'm not interested in thousands of people liking my posts and nobody purchasing anything from me.


Nick Pereira: Scoreboard, right! It's what's important to you. This again, comes down to the personal development aspect, because, at first, Lance, the truth is, I did care about that. "Oh my like only got 3 likes today!" Well, who cares? What if those 3 likes were the ideal likes that turned into ideal conversations that turned into clients? That's all you need! All you need is one like that turns into one idea, one conversation that turns into a client. If you-

Lance Tamashiro: You know what's a cooler scoreboard is 100 percent conversion rate.

Nick Pereira: That's great, right. It comes into something that I teach is, and what you're talking about the scoreboard is KPI's, your Key Performance Indicators. What is it that you're tracking every single day? I have a Facebook program, so if you go to, you can get connected into the Facebook program there, where in my program, I lay out KPI's, I lay out what you should track. One of the things I tell you is that you can track your likes, you can track your comments, you can track your shares, those are great. They do indicate certain aspects of your tribe growing and influence that you may have, however, it is not important.
What is important is 2 things: How many conversations, real conversations did you drive? Meaning, did you get somebody on Skype with you or onto a phone call where they're taking a look at your program or your system or your business or product? That's a Key Performance Indicator to track. How many real conversations are you having? Then, from those conversations, how many purchased? How many signed up? Because here's the deal, if you're really in it to help people, you'd better be selling, because if you're not selling, you're not helping anybody.

Lance Tamashiro: That's right.

Nick Pereira: I always tell people, "Look, inspiration is free." I see a lot of people on Facebook inspiring people. Quotes and all this great stuff, and it's very inspirational, but we don't purchase inspiration. We purchase results.

Lance Tamashiro: Yes.

Nick Pereira: Right?

Lance Tamashiro: Yup.

Nick Pereira: Inspiration will never drive cash. What drives cash is that your ideal client understands that you can solve a problem for them. I'm very clear. I solve the problem of generating leads. If you don't have enough ideal people to talk to, I can help you with that. Done. You will pay for that, because that I can show you measurable results. I can show you by doing these systems, "Here, now you're using the Facebook system, you've learned it, you're implementing it, you've developed the skills necessary to make it work, which takes some time." Again, we have to nurture ourselves in the process. Then, you start driving ideal conversations and these ideal conversations begin to drive to ideal customers. Well, there you go. That is a well worth investment.

Lance Tamashiro: Well, I know, you know, because somebody out there's thinking about it, so let's just get the elephant out of the room. When you're talking about 3 to 5 ideal clients a day, and I'm totally with you on all of this, how much are you spending on that? How much time and actual money are you spending on doing something like that?

Relationship Marketing

Nick Pereira: The Facebook system is no money up front. I say up front, there is no money. I don't even use the business page. That's another thing. People say, "Nick, do I got to get my business page going?" The truth is is Facebook's algorithms, and they've changed their stuff so much that the business page, if I make a post on my business page, it never goes as far as my personal page.

So, I use my personal profile. 1, because people want to build relationships with people, not brands anymore. We're going back into the age of relationship marketing. I want to know you. I want to know you the person, not necessarily you the brand, so I use my personal Facebook profile. Then, I use just the free ad feature.
For instance, my ideal clients are life coaches and healers. Here's just a little side note: one fear that we have about picking niche market is that we go, "Well, what about the other people?" What about, but Nick, can't you help a business broker?

Lance Tamashiro: Want to help everyone.

Nick Pereira: Right, can I help everyone? You know what? Generally yes, but also generally no.

Lance Tamashiro: Yes.

Nick Pereira: My systems are really geared for coaches and healers and people who are expert, they're basically selling information. What I do is help you, this helped me a lot, is turn the information into training. Remember, we don't pay for information, we pay for training.

Lance Tamashiro: Results.

Nick Pereira: Because training is results, right. You got to go from informing the people, to training the people, okay? Who is your training designed for? This is something you got to get clear on. I got clear, it's life coaches, it's healers. Now, what's ended up happening is through referrals I actually coach, right now I'm flipping through my client list, I've got a mortgage broker on board. I have a commercial cleaning company on board. I've got a nutritionist on board. I've got a financial advisor on board. I've got a music studio on board. These are all people I'm helping that are outside of my, what I would call my ideal client.

Lance Tamashiro: Right.

Nick Pereira: But the system still worked for them. I still market to my ideal client, and then through referrals and word of mouth, I get to help some of the other folks. They come to me naturally. I just allow that to happen, though. Right?

Lance Tamashiro: Yup.

Nick Pereira: So, going back to that question of how much money. Well, no money up front. Sweat equity, okay? That's what it takes. 2 hours per day. Learning how to create good copy, developing good Facebook posts. Most people's posts are inspirational or informative, but they are not training and deliver no real value.

Lance Tamashiro: Right.

Nick Pereira: I am of the mindset, give education for free. I will show you my entire system for free. If you go to, jump on a call with me, I will show you exactly, I will show you everything for free. I give education away abundantly. What you're actually going to pay for is implementation.

Lance Tamashiro: Right.

Give It All Away

Nick Pereira: On your Facebook page, give away your knowledge. Train people. Be abundant and tell them exactly what you do.
Lance Tamashiro: You mean I can't come up with a silly little quote and a cat? That's not going to get me a client? That's what I see.
Nick Pereira: It's going to get you tons of likes, but it's not going to get you a client.

Lance Tamashiro: Yup.

Nick Pereira: Right?

Lance Tamashiro: I love what you're saying with this, and especially, the one thing that's really sticking out with me is 2 hours a day, 2 hours a day, 2 hours a day. It wasn't like, "We're going to set all this up and then you're going go." Every day you got to feed the plant and it's 2 hours a day. Can you commit to that or not because if you can't probably your system isn't for them, you know?

Nick Pereira: That's exactly it. Look, I don't sell dreams. We create dreams, I don't sell dreams. Meaning, if you have a dream, so my whole tag line is, "I help life coaches and healers generate more leads to become a freedomprenour." What's a freedomprenour? A Freedomprenour is somebody who works. Works. They work, but they work on their ideal schedule.
I work my ideal schedule. Mondays and Wednesdays I coach. I don't coach outside of Mondays and Wednesdays. Tuesdays I do my Google Hangout and I set up a lot of my marketing on Tuesdays. The rest of the week, I do this. I jump on podcasts that I'm guests on, I do strategy sessions where I connect with people who are interested in taking the next step or want to learn more. Then, I spend the rest of my time doing the other things that I love to do. I hike a lot, I travel a lot, I spend a lot of time with Sarah. You talked about cats, I've got 2 cats that I absolutely love and I spend my time with them. I do the other things that life has to offer that I enjoy. I work more sporadically, so Thursday to Sunday, I'm not as routined. Monday, Tuesday, Wednesday, I'm on and I'm routined and I'm on it.
Then, every day I spend a minimum, every day I spend a minimum of at least 2 hours a day, working my Facebook program. One hour is sit down and do hour. That's adding my ideal clients, or my potential ideal people. Joining life coaching groups, joining healing groups.

Lance Tamashiro: Right.

Nick Pereira: Connecting with the right audience, engaging in conversations that sometimes go nowhere and sometimes lead to strategy sessions that lead to clients. I'm engaging every day. I don't really look at the, I'm always, of course, looking at the result, but day to day I'm looking at the performance. Am I nurturing, am I planting the, am I watering?

Lance Tamashiro: Yeah.

How Much Should I Post?

Nick Pereira: Am I giving it enough sunshine?
Then, the other hour is actually sporadically through the day, because I may post throughout the day. One thing that I hear, specifically talking about Facebook is, "I don't want to over, I don't want to post too much."

Lance Tamashiro: Yeah.

Nick Pereira: I hear that all the time. "Nick, I don't want to post too much. I don't want to bother people." Here's the deal, if you're not posting a minimum of 5 times per day, then you're actually not really gaining the traction for Facebook. Minimum 5 times per day. I do a minimum of 5 posts per day, but how I do it, it takes me no more than sometimes 30 seconds, okay? Everybody knows what a selfie is.

Lance Tamashiro: Yup.

Nick Pereira: Flip over your phone, you hit, let's say I'm out at the movies, okay? I take a selfie of me at the movies and then I go onto my Facebook app, I make my post, and my post says something like this. Now, you got to learn the skills right, so why it only takes me 30 seconds is because that I've been doing it for a while, so I just know how to do it now, but at first it's going to take you a bit longer until you understand how to do this properly. The first thing you want to do is use a pattern interrupt. A pattern interrupt could sound something like this, "Warning! This post may increase your business."

Lance Tamashiro: Yeah.

Nick Pereira: Showing my lifestyle isn't just me living my lifestyle, it's about showing that I live the life that I'm preaching. "Here's me at the movies checking out Zoolander 2."

Lance Tamashiro: Yeah.

Nick Pereira: "Have a fantastic day!" Then, at the end, I always tag myself, I always signature my posts. Nick Pereira, and I tag it so that someone can tag and like me if they choose or they can follow me. Then, I put my brand, my tagline, "I am a conscious warrior." Then, underneath that I put So that somebody, if they see the post and they go, "Wow, I really like this guy's vibe" or "I like what he said. I can go check out his website," and therefore I'm driving traffic to my website.

Lance Tamashiro: Love it. I mean, I absolutely love it. It's kind of crazy because I've been taking notes as we've been talking and it's like we started on this real theoretical journey of finding yourself and what it takes to be there, and then ended with these hardcore step by step systems things. I absolutely love it. The system that you give, what I love about your system is first of all the consistency, the upfrontness, that here's how you do it, here's what you spend, and that it's not ads. I love that. It's something you don't hear a lot about. It's something that's obviously getting you results. It's something that's within reach for everybody.

It's just, it's awesome and refreshing to hear something like this. I know you've mentioned your website a couple of times now and I know that you've got this show that you do on Google Hangouts. Can you talk a little bit more, if somebody's listening to this and they're like, "This is different. This is something I haven't heard before. This guy's really going to give me his whole system? He does this show where he teaches all of this and talks about it." Where can they go find out about you? How does all of that work, and where can they follow you at?

Nick Pereira: Absolutely, so, go to and when you go there, you're going to see my show. You can watch past episodes, you can sign up to get weekly updates on my show, and right on that page you'll see all the other options. You'll see, actually, a link to my Facebook marketing program, the Freedomprenour club, as well as the group coaching and mastermind programs that I do.

Lance Tamashiro: Awesome. You know what, Nick, I super appreciate you taking the time out to do this. I know you've got a busy schedule. I'm glad I caught you on a flexible day, but we'll definitely have to keep in touch, get you back on the show again, here a little bit. I just know everybody listening is going to love this stuff, so go over and check out Check out his show, check out his Facebook system. Just, if nothing else, watch what he's doing and see how you can implement some of this into your own business, into your own life, and you will have a better business. Stay with the consistency and grow it.



Traffic and then More Traffic – Alex Genadinik

We have a great guest lined up for you today. We're going to talk about a bunch of really cool stuff. I've got with me Alex Genadinik who is a software engineer, and not only that, he's a successful entrepreneur and 3 times best-selling Amazon author. Today his focus is on helping first time entrepreneurs and business owners with their marketing online.

Alex Genadinik

Alex has created over 70 online courses on Udemy and has over 50,000 students. He's written over 15 books on business and marketing. He's also got a YouTube channel with over 1 million views. He's the creator of a suite of mobile apps for entrepreneurs that have been downloaded over a million times as well, so you are going to want to buckle in. We've got a lot to talk about.
Just think of what could happen to your business with just a little bit of the kind of traffic this guy knows how to get!

“When you have a curiosity it just drives you to pursue it”

Lance Tamashiro


Let's just start right at the beginning. How did you go from being a software engineer to wanting to be an entrepreneur and building on online business?



Alex Genadinik


When you're a software engineer you know zero about business when you come out of college. You still have your own ideas, and you think all of them are great. The one thing that if you can do software, the one thing you can do is actually make your ideas a reality. I was always tinkering around my job. In the morning, literally I would wake up early just to program some stuff. Sometimes on the bus, sometimes in the evenings, on the weekends, I would seriously nerd out because I was really excited about my ideas and seeing how they would fare in the real world.

I don't know if I really wanted to be an entrepreneur in the beginning. I was just curious and I just had so many ideas. That's the beauty of it. When you have a curiosity it just drives you to pursue it.

Juggling The Day Job

Lance Tamashiro: One of the things that I'm hearing is you started dabbling in all of this while you had normal employment. Is that correct? I heard you say you would program on the bus or wake up early to work on these projects. What was it like when you starting thinking, "Okay, maybe this is something I could do for myself."

Obviously, as a software engineer, you're dealing with companies that are making tons of money selling your software. What's that like when you're juggling the day job, juggling this thing that you've got, and trying to handle these both at the same time?

Alex Genadinik: Man, I don't know. I was at work, and I'm sure you understand exactly because we had the same experience. I worked in a startup of 80 people for a while. I saw the CEO all the time and he was always f'ing around.

He would travel to all these nice places and to the headquarters, and talk to investors...all the fun things. Of course, he made out like a bandit when the company got sold. I'm sitting here pursuing HIS ideas. I'm pursuing this guy's ideas and my ideas are getting shafted. I wasn't into that.

"I wanted to pursue my ideas"

I saw what he was doing. I saw what I was doing. I wanted to do what he was doing. I wanted to pursue my ideas. I want to see my stuff go forward. Seeing him inspired me and gave me more of a drive.

Lance Tamashiro


Yeah. That's a big thing, I had a lot of role models in my life both growing up and in business. I was raised with, "Go to school. Get a good job. Work for whoever you work for." I was lucky enough to get close to some executive level people. I'd never really considered that kind of thing and then all of a sudden I see what they're doing. I thought, "I can do what they're doing. There's so much more out there for me."

There was a huge mindset shift for me when I went from being an employee, and taking orders, and clocking in, to working for myself, and going, "I can't just go stand around the copy maker anymore, because every minute now counts." What I was always looking for, was, "How do I decrease the amount of time that I'm actually working and getting paid for, so that my hourly rate goes up, and I can go spend time at the golf course, or with my kids, or the things that matter?" That mind shift for me, was really, really hard to go from, "Well I just get paid because I clocked in," to "I don't get paid unless I produce."

Alex Genadinik: Yeah. But it's more fun when you're on your own, especially when I started, it was really hard. Now I'm in a very good place, but I first started, people were like, "How do you motivated yourself to work?" "I'm just not going to have friends." There's no bigger motivator.

Lance Tamashiro: Yeah, and that's one of the things that a lot of people never see, is all of the overnight successes were actually years in the making, it just happens that now all of a sudden, you're a best-selling author, all of a sudden, "I didn't wake up yesterday and decide that I'm going to be a best-selling Amazon author." That was, I'm assuming, time in the making for what you're going to write, getting that out there, having a launch strategy, all of those things

Alex Genadinik: The hardest thing was actually having the experience to have the information, because that took years.

Lance Tamashiro: That's something that people struggle with, is they see what other people are doing, and they're like, "I want to do that." Then they forget that they probably have some experience in a place where they could be a best-selling author, but it seems like we value what we know the best, the least. Right? In a lot of ways.
Tell me about some of these books that you have on Amazon. What are they about? How do you go from being a software guy, to now saying, "I'm going to write a book."

Alex Genadinik: Actually, in college I always enjoyed writing. I took some creative writing courses, and stuff like that. I was a little bit into it all the time, but I didn't really think of myself as an author. It's like you were saying, "It's out there, but you don't necessarily think of yourself as that thing." Then something clicks, and then boom, you are it.
I have a friend who was another nice podcast, Nick Loper from the sidehustlenation, maybe you know him. He's a big book guy. One day, I go talking to him, and he was like, "Enjoy the book." At that time, I had my apps, and the app just crossed 300,000 downloads. There's one feature in the apps, which people can ask questions, business questions. I took all the questions that they ever asked and grouped them into categories, and subcategories of topics. I ended up answering them in my first book. It was extremely well researched, exactly what first time entrepreneurs need. These are the ones that are using my apps. It was very well researched and comprehensive, on "How to Start a Business," really answering everything.

Lance Tamashiro: What I love about that is that you put out, "Tell me what your problem is." They told you exactly what it was, so there's no question. Is it researched? Is it going to be popular? Is it something neat? One of things that I always find that's hard for me is how to talk the way my market is going to receive it, and how do they talk? One thing that I love to do, and I love how you put this in your app, so they can ask you the questions, is they're writing the language.
It's not like you're trying to say, "You might have a problem with managing your time. What they might be saying is, "How do I mange my kids, and come home for work, and make dinner, and build a business?" You would have never come up with that phrasing versus when they tell it to you.

Alex Genadinik: Yeah, there is a lot of that, and really just knowing what the most common issues are that come up. My first app was, "How People Start a Business." Then I thought that people who were on it were going to be tech engineers, like me. It was nothing like that. It was regular small businesses like lawn care, local cleaner, people wanting to open a restaurant, open a gym. I was like, "Wow, that's not at all what I thought." I wouldn't have known if I didn't put my nose in there.

Lance Tamashiro: That's interesting. Can you talk about that? You have an app, I'm assuming Google Play iTunes type if app?

Alex Genadinik: Yeah.

Lance Tamashiro: It's an app that helps people start businesses.

Alex Genadinik: Yeah, well now it's a 4 app course, because I saw what the people were struggling with, and it was really just 4 main areas. A lot of the people who are the super beginners were struggling with business ideas, they didn't know what to get into. Once people got a business idea, there was the business planning, and the business planning app is the flag ship app. Then of course, once they ... All of them essentially asked about raising money. That's another app, a fund raising app.
The ones that got started, at that point, they need a market. Those 4 main things are the main troubles people have, so I expanded the one app into 4 apps. You just cover more areas.

Lance Tamashiro: When you started this, your initial app, you didn't have 4 apps, or go "I'm going to make 4 apps that are on these 4 topics." They evolved. You put something out there. Your market told you what the need was, and then ... You didn't have the master plan when you did this, right? That's what it sounds like.

Alex Genadinik: No, not at all. It was all from people asking questions. The flag ship app is a business planning app. That isn't actually what I wanted to build at first, but all they wanted to do is write a business plan. I gave them that, and people were really into writing a business plan. Whatever, and so I added that. It took off from there.
It really was the feature to ask questions and talk to me, which at one point, that app was the highest rated business app on Android. For the last two years, if you search for just the word, "business" on Google Play, it's the number one thing that comes up.

Lance Tamashiro: What is the name of the apps, or how would people find them?

Alex Genadinik: You don't even need it. On Android, just search business.

Lance Tamashiro: Literally, if you go to ... You just search business and they'll find the Alex Genadinik suite of ...

Alex Genadinik: I have an orange logo on my app. Yeah, you don't even need it.

Lance Tamashiro: You know what I love about that? It's not very often I ask somebody, "How do we find your stuff? How do we find your app," and they go, "Just search business." That is an incredible story, and what I love about it is ... This is true with all of the products I've ever created, or the trainings I've ever created. What I think is important, and what I think is cool, is never what the market wants.
One of the things that you mentioned that is genius, is you built in a feedback loop. You built in a way for people to actually contact. Basically, they could type in a question in the app, and you get an email, and start a conversation with them, or how does that work?

Alex Genadinik: Yeah, basically, I have an alert that goes off if they write a question. It used to be a free feature, now it's a little bit of a paid feature. It's cheap, but I just got to a point where I would wake up, and I'd have a gigantic list of questions to answer, and from people all over the world. Some of them, English is not their first language, and I would have no idea what ... I would read, reread, reread it, and I would still have no idea what they were asking, so I had to put a stop to it, and make it a paid feature. It's cheap, but that really killed 99% of the questions.
It's essentially a part of my day, I just answer questions. I love doing that because getting close to your customers, it's one of my secret ingredients anywhere, not just the app. My Udemy courses, I encourage people, even in my books ... I made a course specifically, and this is very interesting, it's my own unique strategies of how to talk to your customers. How to develop and voice that resonates with your customers. Part of it is a standup comedian, when they come up on the stage, they do all the work. They always say thank you, you're a wonderful audience.
The audience didn't do anything. That's a part of it. There's the bedside manner. You have to have it. Another part is you have to be open. For example, and take a little bit unusual steps. With my apps, there is no other apps that have coaching like this.

Lance Tamashiro: I've never even heard of such a thing.

Alex Genadinik: In baking, in cooking, in almost anything, except for games, you can have a coaching feature. This coaching feature was like ... Probably my business wouldn't be where it is today, if it wasn't for that feature. What you can do, and I add the everywhere, I add it to my books too, in my books there's a few pages in the beginning, middle and end of the book, I take a little break from the actual book and say, "Hey, how's it going readers?" I talk to the reader.

Lance Tamashiro: Pattern interrupt, right? We're talking about this, "Hey, how's it going?"

Alex Genadinik: How's it going, are you enjoying? I want to hear from you, and I give them intent to hear from me, because I give them free stuff. Every reader of my book gets a free course of mine if they email me. If the email, I develop a little bit of relationship with them, they are more likely to buy more of next books. They are more likely to give me good reviews. They are more likely to do a whole bunch of other stuff, engage in my other products, because I've become human, not just some guy.
They feel better. They feel more trust, and from that I retain them longer, and they give me better reviews, and of course these things help the growth of my products on Amazon, and Udemy, and the app stores. It's a little bit of a secret weapon. The course that I've made is all about just being able to get closer to your customer, and chat with them. Become friendly with them. There's a lot of extra benefits you reap from it as a business owner.

Lance Tamashiro: I love that, because one of the things that we hear a lot in marketing of businesses, you've got to build that know, like, and trust factor. Most of the time, it's just theory land. Okay, how do I do that when I don't have a list. How do I do that when I don't have a list. How do I do that when I just wrote a book and nobody knows. What I love is that you just naturally built thing into your things. I've never seen an app where I can respond to somebody, and have them actually respond back.
I've seen a few book things that are obviously lead generation type stuff.

Alex Genadinik: Mine is not in the gen by the way, I know that by ...

Lance Tamashiro: Yeah, but never something where it's, "Oh my gosh, the guy is going to respond to me." Normally when I see that stuff, especially in books, it's like, "Okay, now I'm at a squeeze page. I'm never going to hear for this person, they're never going to answer my question. It sounds like what you actually did to build your business, and I might be wrong here, but you're actually, personally, responding to these requests, and these things that are coming in, and having a real dialog with these people.

Alex Genadinik: Yeah, every day essentially now, I have a lot of back and forth with people using my products, especially on Udemy, because I have such a big presence on Udemy. I have 74 courses now. What I noticed is people I interact with, people who might ask me questions, or just other people. Maybe I don't encourage them but they have questions. If I answer the questions well, and I send them a promotion for other course, I see their names on the transaction list. They're more likely to buy.
What I started doing is anytime somebody gives me a nice review, I write them a thank you note, because they already like me. Let's warm up closer.

Lance Tamashiro: Who does that. That's the thing. We do something similar in our business but the truth is, is when most people do a transaction online right now, and it doesn't matter if it's Amazon, and info product, or whatever, you just bought from this sales page and then you never hear from ... You might have email marketing, but there's never that thank you call, that personal note that you wrote to them.
One of the things we like to do, is we use send out card, and we'll send brownies or cookies. Somebody spends $1000 buck with us, why not spend $50 to send them a gift basket? Who does that, and they'll never forget you for doing that. I love that what you're done is ... I don't even get the impression that you did this with a plan in mind, but to stick these feedback loops into your software, into your Udemy business, into your books. You've got these products, but your real business is this feedback loop with your customers.

Alex Genadinik: Yeah. It's customer service as good as I can do it, but it's a part of our marketing.

Lance Tamashiro: I love it. When you say that, and I want to talk about this Udemy stuff here, as well in a minute, but I'm almost getting the impression, you're not doing paper clip advertising, or are you? It doesn't sound like you're worried about search engine optimization, other than being number one in Android, which is pretty dang cool. It doesn't sound like these are the focuses as far as your business goes.

Alex Genadinik: I love how you geek out on the number one on Android for business. I am a very strong CEO guy, so I wouldn't be their number one if I ... I see how, like I geek out on that stuff the same. First I was a better SCO guy, and very good at algorithm, manipulation, or basically just working with different algorithms, and not just SCO. All these web sites like Amazon, Udemy, whatever. App stores, even iTunes, they have ... It's not just a lot of SCO, I recommend YouTube. It's about a recommendation algorithm they also have.

Lance Tamashiro: Your programming background. So just to backup for people who don't know, an algorithm is basically the instructions set, or the decision making that a program has, and search engines are just a big program. What computer nerds like us like to do is, we like to look at it and go, "Oh, it looks like this pattern's happening, so it probably is programmed this way." Then, what we like to do is go, "Let me test that." We do little things to see if we're right on the algorithm. We start to ... We call it reverse engineering. How would we do that. That's what you're talking about, right? When you're saying algorithms is you started to notice the patterns and how things are working.

Alex Genadinik: Yeah, and most people of course, when they think about online algorithm, the only thing they think about is SCO. A quite more advanced thing is, there's another algorithm. Is the recommendation algorithm, right. On Amazon, they show you people who bought this book also bought this book. You can make a very significant amount of money, if they show your book next to, for example, The Lean Startup. People who bought The Lean Startup, also bought your book. If you can manipulate the recommendation algorithm that way, that can be retirement money, because you don't have to work anymore because your book will get sold on passive income, you just would travel and live your life, right?
Lance Tamashiro: Marketed by somebody else's marketing essentially.

Alex Genadinik: Exactly, but you just have to get your book to be recommended there. It's easier said than done, much easier. There's certain strategies to do it, but they're difficult.

Lance Tamashiro: Your Udemy stuff then, is this the kind of stuff that you talk about in your Udemy courses, is ranking business, or what does your Udemy business look like?

Alex Genadinik: It's mostly business and marketing courses. I do have a course SCO, in which I talk about basically the challenge of Google Acio, and opening peoples' minds into other SCOs. For example, Google Acio, at the moment is the most challenging difficult marketing environment that's ever existed in the world. Every web site it there. Every web page is competing for key words, and you only win if you're in the top 10, and maybe just top 5. For most searches, if you're a business, it's a no go. You shouldn't really even try.
Let's say I tried to rank for the number one in business in Google. That would be impressive, but it's impossible, so I went to other search engines. In my case, it was the Android store. For other businesses, it might be a different business. I talk about every large site is an algorithm. Of course, I talk about the key words in the SCO course, all the basics. Key words on page, blah, blah, blah, blah. Google search.
When Google search becomes too difficult, I try to get people to think outside the box, and be like, "Okay, your business can be promoted on other search engines. YouTube is a search engine. Amazon is a search engine, and Yelp is a search engine. App store for app, Google Play for apps, iTunes, all of these sites are a ... most of the content discovery happens through search. If you leverage that, it can be a flood of traffic for your business. They're all gigantic, so I talk about that.
Soon I am going to make a second course on advanced stuff with algorithm manipulation for "How to get recommended." How to leverage the recommendation, because no one and, and people like to talk about SCO, SCO. All people talk about SCO, SCO, SCO. No one's talking about the recommendation algorithm, but that's really the powerful algorithm, because if you get next to, like I mentioned, "Hey, people who bought this book also bought The Lean Startup. You're going to make a lot of sales.
I get recommended on YouTube next to a video that has a million views, you're going to get a lot of views. More than SCO can bring you.

Lance Tamashiro: That's genius what you're talking about. There's two things, the first is, I agree. Most people when they think of SCO, all they think that SCO means is Bing in Google, just getting on those. The truth is that everything is a search engine now, and it even doesn't have to be Amazon, Udemy, all of these giant one, but there's even niche specific search engines now.
There's directories for all this stuff. It doesn't matter if you're in teaching music, teaching golf, being a pesticide person, general contractor. There are search engines that probably most people use every day in their business that they're in that business. They go and look up their competitors, and it's never even dawned on them before that that's a search engine, and why am I spending all of my time focusing on Google. Like you said, you're never going to rank for pesticide, you're going to have a hard time ranking for dentist, for all of these things, but there's other places that these people know about that they're using, that then can easily dominate, because nobody's thinking about it that way, and the people that are there, they're not professionals in it. Nobody's selling that.
I love that point that you made, and also the whole idea of being next to people on recommendations. You can't compete with The Lean Startup, you can't compete with Tim Ferris. There's just no way, but if you could figure out how to every time one of those books shows up, your book is the number one recommended, you get to leverage their name, and it almost starts to look like, "Hey this guy must know. Every time I look this up, I see this guy's book, I see this guy's book. I better check out who this guy is, eventually.

Alex Genadinik: I'll give your audience one tip for how to do that. It's not the end all and be all, but let's say in books, right. If you from your book also recommend The Lean Startup, or if you from your blog, recommend your books and the Lean Startup, so that your readers buy both of these at the same time.

Lance Tamashiro: Oh, I see.

Alex Genadinik: You'll have a lot of people you bought your book and his book at the same time.

Lance Tamashiro: I love that. You could even, take that one step further, so the strategy is, if you get people that buy both of the two books, Lean Startup and your book together, and the search at Amazon says, "Hey, in the last week there's been 20 people that have bought these books together, this must be a thing." The algorithm looks at it and goes, "Well, I'm going to start recommending this because I've seen these sales come in. That's genius, because what I like about that is if you've got a book coming out, and you've got an audience, or you're even got friends and family, that are willing to go buy it for you. You can run a promotion, go buy my book, and this book, let me know that you've done it, and I will X, Y, Z. Give you a free coaching call. I will give them your course.

Alex Genadinik: If you're aggressive, you would just reimburse them. You can just skip over all that.

Lance Tamashiro: Oh, I love that. That is a killer, killer idea. We're getting short here, but I do want to talk about one final thing, and that is you've got a million views on YouTube. Tell me what's your YouTube channel about? A million, it's not even something that you can wrap your head around really.

Alex Genadinik: Actually, honestly, it doesn't seem like that much, because when I started of course, a thousand was gigantic. Then 100,000 was big, and then a million. Actually YouTube is like, there's people who have a billion views, that's impressive, but a million ... YouTube for me was a learning playground for video, because originally I'm not even a business guy, so I further even not even talking, and speech, and video, this was all so new for me. It was like I had to figure it out.
A lot of those videos were early on, and I wasn't just figuring out what I was doing so I just made a lot of videos, and they got a lot of views. At the moment, I'm not too focused on my YouTube channel, because of course, I love the premium content of Udemy. On YouTube, I just did the whole stuff, ask high quality videos as I could at different times, they were even poor quality was as high quality as it can get there. Then of course SCO marketing, and some recommendation. On YouTube I vowed 60% to 70% of my traffic comes from SCO. I just SCO'd the top, a lot of long-tailed topics about business.

Lance Tamashiro: When you say your SCO is just long-tail, it just means that you're going for very specific phrases that you see people looking for on YouTube, rather than going for "How to Build an App, yours might be, "How to rank you app higher in the Google App store, or something like that.

Alex Genadinik: I the app, in app niche, I actually have some authority, like mobile app marketing, mobile app whatever, modernization, I probably rank number one. But when it comes to like business plan, that's one of my key words, that's really hard to rank and you need to put up terms. I did some videos, Business Plan for a Restaurant, Business Plans for a Lawn Care Business.

Lance Tamashiro: Right, because if you think about it, that is the problem with ... The light bulb's going off here, because the problem with YouTube, is that people that are looking for it are usually looking for How Tos, but when you type in business plan, I can't think of a case where as a business owner, the people you're going for, where business plan on YouTube would return the result that they want. Almost never. It would be hap and chance if it did. If I'm a business owner, I'm looking for a business plan for my restaurant, I'm looking for business plan for my dental office, I'm looking for these specific things, and that idea of taking that long-tail, and just adding it in.
I think about how I search on YouTube. I search for how to fix my lawn mower. When I search for "how to fix my lawn mower," it's never what I want, so I always end up going, "how to fix my lawn mower," and the Toro, whatever the thing is. That's really unique on YouTube, because of the information people are looking for, but it also is great for us as marketers, to be able to get in front of the exact audience we're looking for.

Alex Genadinik: Yeah, the specific stuff does help. The problem with the specific stuff, is sometimes it doesn't have a lot of volume. The term, "business plan" is a sexy term that has a lot of volume. Yeah, sometimes it's a strategy. It's one of those video strategies that's viable.

Lance Tamashiro: Awesome. Well man, I super appreciate you taking some time out of your day to do this. Your strategies on not only ranking and the whole idea of recommendations, but I love how you implement, and actually know, like and trust in a real sort of way, and connecting with your customers.
Where can anybody listening for this find out more about you, look at some of your strategies, or even get in touch with you?

Alex Genadinik: The problem is everything has my name. My email has my name, and my last name is so brutal, that if I said, people would never remember. I actually have a page on my site, which I think we talked about, and it has discounts for all my courses. 60 + or better of my courses.



Using LinkedIn to Boost Your Sales, Generate Leads and Make More Money With Mike Shelah

LinkedIn Success With Mike Shelah LinkedIn

Mike Shelah LinkedIn

Mike Shelah explains some unique ways to use the power of LinkedIn to increase traffic, grow your client list and make more sales.

ABC's for Success Using LinkedIn

  1. Always Be Connecting
  2. Always Be Cultivating
  3. Always be Customizing

Once you’ve built and optimized your profile customers will be attracted to you passively - but its an important starting point to ask the question ‘what words would I use to search for me if I was a customer looking for my product’. Its a good idea to drop these words into your profile scattered amongst your posts, your headlines etc..

LinkedIn Prospect Search

CIO is a great job description for potential clients. If you search CIO on LinkedIn you will get hundreds of thousands, but your optimal sphere of influence should be maybe 100 to 150 people. Once you have your CIO list, go to the settings tab and click on second degree connection - those are people who know people who know you, and this refines the list down. You can click tabs to refine by geography, industry to get an even more specific list. From this refined list then picking out the CIO’s that you have 10 or more mutual contacts with - that increases the likelihood of getting an appointment to meet them through these mutual contacts. The key to this is Mikes second ABC - ‘Always be Cultivating’, followed by his third ABC - ‘Always be Customizing’. Customize a personal message to these people.

Everyone of Mikes big sales one the last 4 years has been the result of somebody making an introduction on his behalf - despite some of these people thinking there was no point in even meeting Mike.

Lance discusses the advantage of using LinkedIn for searching by job titles, job descriptions etc as opposed to Facebook where it is mainly possible to search by name only.

LinkedIn makes it easy to manage and build contacts and relationships

  • Go to any event and meet a person, come home, reach out and connect with that person
  • Click on the reminder on their profile to remind you to reach out and follow up with them on whatever frequency you feel appropriate
  • When you log into your LinkedIn profile you will get a reminder about birthdays, events, anniversaries, article posts - react to and engage with these.

As Lance points out - its networking for people who may not necessarily know how to network!

Tools & Services:

Zoom Info - for a free account will allow you to get contact details for up to 10 executives per month. - formerly Jigsaw - is a crowdsourced platform that works on a point basis. You can spend these points to research people, and you can earn points as well by inputting information to the database.

Connect with Mike Shelah:
Twitter and Instagram - @mikeshelah
Facebook - Mike Shelah Consulting
and obviously - he’s also on LinkedIn
At Mikes Website there is a free 12 point plant to help optimize your LinkedIn profile

If you have a question, comment, show idea or just want to get in touch with Lance, you can contact him here.

He loves to hear from his listeners!

Episode Sponsored By: Podcast Crusher

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